RSPCA mails donors to support Animal Welfare Bill

Howard Lake | 8 May 2006 | News

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The RSPCA is mailing over 400,000 of its most active donors with two different creative treatments in a campaign to help ensure that the new Animal Welfare Bill currently passing through Parliament is enacted in the coming year.

The two creative treatments for the campaign have been developed based on research into how supporters perceive the charity. There is one for older cash donors and the other for younger regular givers. The former builds on the older donors’ interest in the Charity’s heritage, while the latter comprises a more contemporary campaigning presentation.

Both ask the recipient to support the RSPCA’s Animal Welfare Bill campaign by signing a campaign pledge and giving a cash donation. Additional campaign pledge forms are included in the regular giver pack to enable donors to generate extra support from friends who are fellow animal lovers.

These mailings are the last in a two-year series of RSPCA fundraising campaigns focused on generating support for the Animal Welfare Bill. These have including supporter mailings, cold mail, door drops and inserts, all of which have been developed by Whitewater, the agency responsible for all of the RSPCA’s direct marketing activity.

The Animal Welfare Bill will be the most significant piece of animal welfare legislation for almost a century and that’s clearly something of very real interest to our supporters, says Brendon Elliott, Donor Development Manager at the RSPCA.

The Bill successfully completed its Second Reading in the House of Lords on 18 April and the charity is campaigning for it to come into effect by the end of the year.

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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.